Paid media · Microsoft Ads
Microsoft Ads: the search your competitors forget.
Bing, Yahoo, and the search built into Windows and Edge reach a different crowd than Google: often older, often on a work computer, often a parent or spouse searching for someone they love. Usually with far less competition.
The short version
A smaller channel with a different audience.
Microsoft Ads puts your program in front of people searching on Bing, Yahoo, DuckDuckGo, and the search bar built into Windows and Edge. It’s a fraction of Google’s volume, but a very different fraction: more people on work computers, an audience that tends to skew older, and many parents and spouses searching on behalf of someone else.
Because few treatment centers manage it seriously, clicks are often cheaper and competition is thinner. That only pays off if the account is built for Microsoft on purpose, measured on its own, and tied to the same call and admissions data as your Google campaigns.
We treat Microsoft as its own channel with its own goals. It runs on the same two-week sprint rhythm and appears in the same report as Google, so you can see side by side what each one costs per qualified call, and decide where the next dollar should go.
The problem
Why Microsoft Ads gets overlooked.
01
Copied from Google and forgotten
Most agencies import the Google campaigns, set it, and never look again. It runs, but it never gets better.
02
Judged against the wrong yardstick
It will never match Google’s volume. Judged on its own, by cost per qualified call, it’s often one of the best-performing channels in the account.
03
No tracking behind it
Without call tracking and offline conversions, Microsoft is bidding blind, and you can’t tell what it’s producing.
What we do
Built for Microsoft, not pasted from Google.
Its own strategy and budget
Separate campaigns, goals, and reporting, so Microsoft is managed and measured on its own terms.
Reach the people who pay
Microsoft’s LinkedIn profile data lets us lean toward employed, privately insured professionals and the families searching for them.
Campaigns for your insurance
Dedicated campaigns for the plans and employer groups you’re in network with, so you reach the patients you can actually admit.
Offline call conversions
Calls, qualified calls, and VOBs from your call tracking sent back to Microsoft, so bidding learns from real patients.
Medicaid filtered out
Unqualified and Medicaid calls never count as conversions. One patient, one conversion.
Same sprint rhythm
Reviewed and adjusted every two weeks alongside Google, with one report covering both.
Getting started
The first 90 days, in plain English.
Every sprint is two weeks and ends with a report: what shipped, what moved, and what’s next.
Weeks 1–2
Audit and tracking
We check what’s running, connect call tracking, and send qualified calls back to Microsoft so it learns from real patients instead of every ring.
Weeks 3–6
Build for Microsoft
Campaigns are rebuilt around your levels of care and the insurance you accept, with targeting that fits Microsoft’s audience.
Weeks 7–12
Compare and scale
We compare cost per qualified call against Google and move budget to wherever patients come from most efficiently.
Common questions
Questions owners ask about Microsoft Ads.
Is Microsoft Ads worth it if we already run Google?
Often, yes. It reaches people Google doesn’t, usually at a lower cost per click. It won’t replace Google’s volume, so we judge it by cost per qualified call. If it isn’t earning its budget, we’ll tell you and move the money.
Do we need LegitScript certification for Microsoft too?
Yes. Microsoft also requires LegitScript certification for addiction treatment advertisers in the U.S. The same certification you use for Google applies, and we’ll make sure it’s connected to your Microsoft account.
Can you just copy our Google campaigns over?
We can start from them, but we don’t stop there. Microsoft’s audience, search volume, and targeting options are different, so campaigns, budgets, and goals are adjusted to fit how people actually search there.
How will we know what it's producing?
Calls from Microsoft are tracked separately and matched to qualified calls and insurance verifications, then reported every two weeks next to Google so you can compare the two directly.
How we measure it
Reported every two weeks, in numbers you can check.
Every result lives in your live workbook, next to the task that produced it. See how our sprints work →
- Cost per qualified call and cost per VOB
- Share of qualified calls versus Google, at what cost
- Performance by insurance-focused campaign
- Spend that produced nothing, and what we cut
Works well with
Talk to a human, fast
Get a call back in 5 minutes.
Leave your number. Ryan will call, walk through your account with you, and tell you plainly what’s working and what isn’t.
Mon–Fri, 7 AM–7 PM Pacific: we call back within 5 minutes.
- What your ads are actually producing
- Where the leads fall apart before admission
- What we'd change first, in plain English
Ryan JacksonFounder. 10 years running marketing inside treatment centers.
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